Daydream Launches First Chat-Based Shopping Agent Built Exclusively for Fashion

A new AI-powered conversational search engine set to transform how people shop, delivering personalized experiences from the largest catalog of fashion brands

NEW YORK, June 25, 2025 /PRNewswire/ -- A new era in online fashion shopping begins today with the public beta launch of Daydream, the world's first AI-powered, chat-based shopping agent built exclusively for fashion. Powered by advanced natural language understanding and multimodal AI, Daydream introduces a breakthrough fashion-forward "chat to shop" experience that delivers personalized, conversational shopping that understands real intent, adapts to individual style and responds like a trusted personal shopper.

Built under the leadership of e-commerce veteran, CEO and founder Julie Bornstein, Daydream is designed to learn and evolve. Starting with a natural language interface that understands intent, context, and style, Daydream is laying the groundwork to eliminate longstanding frustrations in online fashion shopping. By learning from real user interactions, Daydream will continuously improve through new features, expanded brand partnerships, and feedback-driven updates – ultimately making shopping not just easier, but genuinely enjoyable. Over time, Daydream aspires to become the starting point for all fashion search and discovery online.

"Online shopping today is completely overwhelming and time consuming. Traditional search falls short in fashion because it doesn't understand the nuances of personal taste," Bornstein said. "By leveraging large language models and combining them with a deep understanding of the fashion space, we're building the online shopping platform of the future. Daydream lets people use real language to discover exactly what they're looking for across more than 2 million products from top fashion brands – and this is just the beginning. Our vision is for Daydream to become the smartest destination of fashion information, advice and products online. We've brought together an exceptional team using technology to help people shop in entirely new ways."

At launch, Daydream features the largest fashion catalog of its kind with more than 200 retail and brand partners, representing over 8,000 global fashion brands and nearly 2 million products. The platform spans women's and men's fashion, featuring a curated mix of established brands, emerging designers and cult favorites across all price points and categories. Led by co-founder and Chief Brands Officer Lisa Yamner Green, the partnerships team works directly with brands and multi-brand retailers to integrate their full catalogs. Featured launch partners include Net-A-Porter, Alo Yoga, LoveShackFancy, Markarian, Khaite, Emilia Wickstead, Casablanca, MyTheresa, Nike, Cult Mia, Mejuri, Uniqlo and Dôen.

Daydream is powered by a sophisticated ensemble AI model that integrates frontier models like OpenAI and Google Gemini, alongside select open-source and proprietary models. Each specialized component acts as a domain expert in areas such as silhouette, fit, fabric, and shopper behavior. Unlike traditional e-commerce, shoppers can refine results with everyday language, upload images for visual context and receive recommendations that reflect their style, preferences and needs – without the friction of filters, dropdowns or guesswork. The experience is designed to feel intuitive, conversational and inspiring.

Since joining the company as Chief Technology Officer, Maria Belousova has led the development of Daydream's AI engine and world-class technology team. "We purpose-built Daydream's AI engine specifically for fashion, embedding deep expertise in product details, brand insights, social events, and current trends directly into its core," Belousova said. "By thoughtfully integrating nuanced understandings of style, fit, fabric, and individual preferences, our engine enables conversations that feel natural and serendipitous, delivering personalized fashion discovery experiences uniquely tailored to each user."

How It Works

Every user on Daydream receives a Style Passport – a dynamic, ever-evolving profile that captures fit preferences, style signals, brand affinities, price sensitivity, and more. Over time, as users search, click and save, the platform will learn and adapt in real time, delivering results uniquely tailored to each individual. Two people can ask the same question and receive completely different recommendations based on their Passport. This enables true personalization at scale, in which every shopper gets a deeply individualized experience, powered by the platform's ability to learn and adapt across millions of interactions.

Shoppers are directed to the brand or retailer websites to complete their purchases. For merchants, onboarding is free, and revenue is earned through commissions on completed sales. Daydream also prioritizes user relevance instead of advertiser placement to ensure the most meaningful results.

Company and Funding

Daydream's founding team brings deep experience from companies including Google, Meta, Amazon, Microsoft, Pinterest, Nordstrom, Stitch Fix and Farfetch, united by a mission to transform the future of online fashion shopping. In an era where e-commerce remains fragmented and impersonal, Daydream addresses the friction that often prevents people from finding what they need and love online.

In addition to Bornstein and Green, Daydream was also co-founded by Dan Cary, Chief Product Officer, and Richard Kim, Chief Strategy Officer.

Daydream raised $50 million in seed funding last year from top-tier investors, including Forerunner Ventures, Index Ventures, True Ventures and Google Ventures. Karlie Kloss, entrepreneur and founder of Kode With Klossy, is also another notable investor in Daydream. Both Forerunner Ventures and True Ventures were early investors in Bornstein's previous startup, THE YES, which was acquired by Pinterest in 2022.

To learn more about Daydream, visit https://daydream.ing/. If you're a brand or retailer interested in joining Daydream, visit https://partners.daydream.ing/.

ABOUT DAYDREAM

Daydream is the first chat-based shopping agent built exclusively for fashion. Designed to redefine how people search and discover fashion, Daydream offers a personalized, conversational experience powered by advanced AI and natural language understanding. Shoppers can engage naturally – through text or images – to find exactly what they're looking for from the largest branded fashion catalog of its kind, featuring over 8,000 brands across every style, category, and price point. Led by e-commerce veteran, CEO and founder Julie Bornstein, Daydream has raised $50 million in seed funding from top-tier investors, including Forerunner Ventures, Index Ventures, Google Ventures, and True Ventures. The company was co-founded by a team with experience at Google, Meta, Amazon, Microsoft, Pinterest, Nordstrom, Stitch Fix and Farfetch, and is committed to using technology to transform the future of online shopping for fashion.

PRESS CONTACT

Jennifer Bett Communications (JBC)

daydream@jbc-pr.com

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SOURCE Daydream